Of all the ‘looking backward/looking forward’ pieces I’ve read over the past few weeks, one stood out among the rest.

It’s an essay from self-described ‘creative strategist & futurist’ Zoe Scaman titled, “So You Want To Be A Strategist”.​

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In it, Zoe makes some frank observations that the agency/consulting model for strategy work is crumbling…

That the path she took into independent work has all but disappeared…

And that she won’t/can’t tell everyone ‘it’s going to be ok’.

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But before you say, “I can’t stomach any more doom and gloom,” Zoe also is quite generative with ideas about:

A) where you can find under-the-radar demand pockets and pathways into strategic work

B) the ‘real’ human skills you should be honing to keep you valuable and competitive.

And C) she even offers recommended parameters if you’re considering in-house opportunities. (gasp!)

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I think this is an exceptional, thought-provoking read, especially if you’re just starting out on your solo consulting path.

It’s lengthy — I’m intentionally passing it to you on a Friday — but every time I start a Zoe Scaman piece, I can’t help but finish it, and I’m always glad I did. This one is no exception.

I hope it inspires some new ideas for the shape and direction of your practice in 2026.

[Full essay here.]

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💡

-Wes